Insurance Companies and E-Marketing Activities: An Empirical Analysis in the Italian Market

The relationship between insurance companies and digital technologies has been studied less than the one of the banking industry. The first step in this process was to review some relevant literature about e-marketing and e-service quality (e-SQ) in service industries—with particular focus on the insurance and banking industries. On this basis, we develop a framework for assessing e-SQ and e-marketing activities for insurance companies, both traditional and native digital, and we tested our research hypotheses in an empirical setting for the Italian market.